EFEKTIFITAS IKLAN DI YOUTUBE (ANALISIS DIRECT RATHING METHOD PADA IKLAN LINE VERSI ADA APA DENGAN CINTA)

DISKA YUADHITA, NIM. 10730001 (2016) EFEKTIFITAS IKLAN DI YOUTUBE (ANALISIS DIRECT RATHING METHOD PADA IKLAN LINE VERSI ADA APA DENGAN CINTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Ads can be given effect in everyday life for humans because of the large number of ads on a daily basis can be found anywhere and anytime. The message in advertising to become a thinking and behavior changes have an impact also on changes in consumer behavior. With increasing time, consumers are increasingly selective about the message. Almost all ads served on digital media, especially the Internet. The advertisers compete to create a blog, website, or video ads on YouTube. Even today many advertisers utilize social media. They take advantage of this condition because almost all average especially the people of Indonesia have social media accounts. One of ads that attracted a lot of people are advertising Line version Ada Apa Dengan Cinta (AADC). This study aimed to look at the effectiveness of advertising Line version Ada Apa Dengan Cinta (AADC) against students of Communication Sciences Faculty of Social Sciences and Humanities UIN Sunan Kalijaga Yogyakarta Force 2012 to 2013. The method used is a survey research methods Rathing Direct Method (DRM), which aims to determine the effectiveness of using the responses of the respondents so as to provide an overview and facts. The variables studied were attentive, understanding, cognitive effects, the effects of affective, and behavioral. Based on the analysis of the effectiveness of advertising , it can be concluded that the advertising Line version Ada Apa Dengan Cinta (AADC) is effective. This can be seen in the calculation in each study variable. Quite high level of effectiveness shown by respondents in response criteria at a high confidence level to the indicator ads. With a confidence level of 95% resulting from the analysis showed that the advertising Line version Ada Apa Dengan Cinta (AADC) is effective and the remaining 5% is influenced by other factors.

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